联系我们

论文查询结果	返回搜索

论文编号：	13848
作者编号：	2320200350
上传时间：	2023/6/1 10:06:14
中文题目：	上海康达新材公司胶粘剂营销策略研究
英文题目：	Study on Marketing Strategy of Shanghai Kangda New Material Adhesive Products
指导老师：	张永强
中文关键字：	上海康达化工新材公司；新材料；胶粘剂；营销策略
英文关键字：	Shanghai Kangda chemical new material company; New materials; adhesive ; marketing strategy；
中文摘要：	一家公司要想在市场中占有较大的份额，就必须对其所制造的商品进行市场定位，确定其市场的目标顾客，并针对其所处的市场区域采取相应的营销战略。与此同时，还要对其所制造的商品做出合理的调整，以适应市场的需求。目前，上海康达化工新材料公司的产品在市场营销中出现一些问题，这对公司的发展造成较大的影响。所以，本论文以市场营销的相关理论为基础，对其营销策略中的缺陷进行分析，并提出改进对策，希望能给公司的产品市场营销带来一些帮助，实现公司产品营销的良性发展。 本论文通过文献研究、对比研究以及案例分析等方法，选取上海康达化工新材料公司（以下简称“康达新材”）为研究主体，综合评估该公司的化学产品销售状况，结合产品市场营销环境，进行SWOT分析，从4P理论和4R理论出发，针对康达新材公司化学产品存在的产品同质化、定价模式单一、经销商数量少、产品销售规模小等营销管理问题，运用市场营销的基本原理，根据自己所学，把上海康达化工新材料公司胶粘剂类产品进行市场细分，选择有效的目标客户群，明确自己产品的市场定位，最后运用4P营销组合策略和4R营销策略，从产品、价格、渠道、促销以及反应、关联、关系、回报等多个角度，分别对化工产品的营销策略提出优化和改进构想。文章结尾，从完善的销售奖励机制、构建良好的公司组织制度、加强财务支持以及构建科学的销售系统等角度，阐述相应的保障措施。 论文将当前公司在市场上所面临的一些重要问题以及市场营销理论相结合，以提出解决办法作为论文的核心内容，着重强调市场营销的实际效果以及市场营销的可用性。除此之外，论文中所给出的策略优化建议，还可以为行业内的中小化工公司寻找合适的营销策略参考，从而给他们的公司带来更多的启示和帮助，也希望能给其他化工公司带来更多的帮助。
英文摘要：	If a company wants to occupy a larger share of the market, it must position the products it manufactures in the market, determine the target customers in its market, and adopt corresponding marketing strategies for its market region. At the same time, it is necessary to make reasonable adjustments to the products it manufactures to meet market demand. At present, there are some problems in the market strategy of Shanghai Kangda Chemical New Materials Co., Ltd.'s products, which have a significant impact on the company's development. Therefore, based on the relevant theories of market strategy, this paper analyzes the defects in its market strategy and makes improvements to it, hoping to bring some help to the company's product marketing strategy, and attempts to provide a theoretical basis for the company's product marketing. This topic intends to use literature research, comparative research, and case analysis methods to select Shanghai Kangda Chemical New Materials (hereinafter referred to as "Kangda New Materials") as the research subject to comprehensively evaluate the sales status of chemical products of the company. Aiming at the existing problems of products of Kangda New Materials Chemical Products, such as product homogeneity, single pricing model, small number of distributors, and small sales scale, the basic principles of marketing will be applied, Based on what I have learned, I will divide the market of chemical adhesive products of Shanghai Kangda Chemical New Materials Chemical Products. Aiming at the corresponding target customer group, clarify the market position of their own products, improve chemical products from multiple perspectives such as product, price, channel, and strategy, and provide some corresponding safeguards from the perspectives of a sound sales incentive mechanism, building a good corporate culture, strengthening financial support, and constructing a scientific sales system. The core content of the paper is some important issues faced by companies in the market and detailed solutions to marketing, with emphasis on the practical effects and usability of marketing. In addition, the market optimization plan given in the article can also find suitable market strategies for small and medium-sized chemical companies in the industry, thereby bringing more inspiration and assistance to their companies, as well as more help to other chemical companies.
查看全文：	预览  下载(下载需要进行登录)